Why Your Website Needs to be Mobile friendly

It should come as no surprise that mobile web browsing has soared in recent years. As of May 2014, mobile media consumption was 21% higher than that of desktop, accounting for a 51% of ALL digital media consumption.

As a result, it is essential that marketers and developers prioritise making their website as mobile friendly as possible. If the mobile experience isn’t up to scratch, it can mean fewer mobile organic searches and a higher volume of missed sales opportunities.

Mobile traffic has been sharply increasing

As we’ve already stated, mobile traffic has been rising for years and has now eclipsed desktop on many leading website. Despite these statistics, many businesses still don’t have a mobile friendly website. If you are reading this, then hopefully a few of the statistics below will illustrate the need to place greater emphasis on mobile.

  • 80% of Internet users own a smartphone
  • 48% of mobile research starts on search engines
  • 20% of time spent on mobile is on web browsing
  • UK and Ireland have far greater mobile usage than other European countries.

The reality is that due to the boom in mobile browsing, if businesses don’t adapt their website strategy accordingly, not only could they miss potential opportunities, they could also greatly hurt their online business.

Mobile is all about fast and efficient performance

People use mobile and tablet devices to browse the web for convenience. You want to reach in your pocket and be able to access online information and media in a matter of seconds. Due to limited data and slow loading times, speed and efficiency has to be at the heart of your mobile website strategy.

Google’s focus is on fast mobile websites, so those that perform well and load quickly both inside and outside of Wi-Fi zones are more likely to receive preferential treatment in mobile search results. With 48% of mobile research starting on search engines, it’s extremely important to develop a strategy that puts your site in the strongest position possible to appear higher in mobile SERPs.

Tips to increasing the speed of your website on mobile

There are a number of steps you can take to increase the efficiency of your website on mobile. Some tasks are straightforward, while compressing images and improving the performance of your server are more technical.

Take the Google Mobile Friendly Test

First things first, take the Google Mobile Friendly Test to see if your website is mobile friendly.

Then enter the address of your website into GT Metrix. This free developer tool will highlight the good and bad elements of your desktop website and mobile website, so you’ll have a strong idea of the steps you need to take to move to that next level. Anything which has a negative impact on the performance of your desktop website will usually have an even greater negative impact on your mobile website.

Reduce file sizes

Reduce file sizes where possible. Slow image loading is one of the main contributors to poor mobile performance and this will only damage your user experience and standing within mobile SERPs.

Images and pdf downloads don’t need to be ultra high resolution for Internet usage (print is different). Make sure you take the time to compress larger files – you’ll certainly notice an improvement in page speed.

Check server response times

This one is external to your website. Different hosting companies and options will perform better than others. For example, if your website is hosted on a shared server, the chances are that the server won’t respond as quickly compared to your website having its own dedicated server. Take a look online at some reviews of various web hosts to get a feel for which ones come up best for server responsiveness.

Use Google AMP

Google is taking mobile web speed extremely seriously, so seriously in fact that they have launched an open source software, Google AMP, to help minimise author-written JavaScript and improve webpage loading times by between 15% to 18% on mobile devices. 

So many companies have already had great success with Google AMP, so we recommend checking it out.

Are you ready to take the next steps to improving your mobile strategy? Share your thoughts in the comments section below.




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